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Brand Spirit; How Cause Related Marketing Builds Brands

Pringle, Hamish & Thompson, Marjorie

15 valoraciones por Goodreads
ISBN 10: 047198776X / ISBN 13: 9780471987765
Editorial: John Wiley & Sons, West Sussex, England, 1999
Usado Condición: Very Good Encuadernación de tapa dura
Librería: Syber's Books (Melbourne, VIC, Australia)

Librería en AbeBooks desde: 10 de julio de 2001

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dedications, ethos quotations, acknowledgements, publisher's note, preface, foreword and introduction, closing ethos quote and index. The text is illustrated with black-and-white photography, black-and-white illustrations and graphs. Black coloured textured cloth covered boards with silver titles to the backstrip. Illustrated dustwrapper with black and green coloured titles to the front panel and backstrip. Black-and-white photographs of authors to the rear fold over panel. In this book Cause Related Marketing (CRM) is explained and then ". the concept of CRM and its place within the context of current thinking on branding. Drawing on the authors' long experience in the advertising and charity industries and illustrating its concepts with relevant case histories, Brand Spirit demonstrate how a marketer can harness the power of CRM for our product, service or a corporate brand. Minor rubbing to the book corners. A hint of ruffling to the dustwrapper edges. Size: 8vo - over 7¾" - 9¾" tall. (7), VIII-XXIII, (3), 4-281, (7) pages, Please refer to accompanying picture (s). Illustrator: Photographic and Illustrated. Quantity Available: 1. Category: Business, Finance & Marketing; Marketing; Sociology & Culture. ISBN: 047198776X. ISBN/EAN: 9780471987765. Inventory No: 0112609. N° de ref. de la librería 0112609

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Detalles bibliográficos

Título: Brand Spirit; How Cause Related Marketing ...

Editorial: John Wiley & Sons, West Sussex, England

Año de publicación: 1999

Encuadernación: Hardcover (Original Cloth)

Ilustrador: Photographic and Illustrated

Condición del libro:Very Good

Condición de la sobrecubierta: Good

Edición: First Edition.

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The only guide to understanding and making the most of one of the hottest trends in branding today

Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.


Cause Related Marketing, or CRM, is an increasingly popular corporate practice that seeks to tie a company or brand to a charitable effort. Think promotions promising a percentage of sales to specific nonprofits, or advertising touting particular philanthropic programs in addition to products or services, and you get the idea. At its best, CRM aids charities (raising awareness as well as cash), businesses (associating them with authentic social benefits), and consumers (providing ways to acquire products or services while simultaneously making charitable contributions). At its worst, the process rings hollow and may actually serve to hurt the companies involved. Hamish Pringle, former vice chairman of marketing for Saatchi & Saatchi, and Marjorie Thompson, current director of the company's Cause Connection, believe any firm that's sincere can use CRM.

In Brand Spirit, they explain the way a number of such campaigns--including the American Express Charge Against Hunger, Avon's Breast Cancer Awareness Crusade, and Reebok's Human Rights Now! Tour--were developed to assist relevant programs as well as enhance corporate image. Pringle and Thompson show through these and other detailed case studies how mutually beneficial programs are devised and deployed, and what they can achieve. "Commercial enterprises will continue to see real benefits in helping ensure a harmonious balance between the stronger and weaker in society," they write, "and in structuring themselves to deliver the optimum blend of self-interested altruism to their communities." Their subsequent proposal is a solid blueprint for companies of all types and sizes that wish to demonstrate actively a genuine commitment to the concept of corporate social responsibility. --Howard Rothman.

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